Some would suggest matching prices, but this isn't a realistic long-term strategy. Sure, some of the bigger stores can afford to price match Amazon in the holiday season, but they too have business costs that pureplays don't.

A better idea is to provide the best possible customer experience for mobile users, and to make the most of the advantages that stores have over online.

These advantages include being able to get products straight away, the service at the store, and so on.

In its report on showrooming, Columbia Business School (read our interview with the authors) identified five types of people using mobile for shopping.

A better idea is to provide the best possible customer experience for mobile users, and to make the most of the advantages that stores have over online.

These advantages include being able to get products straight away, the service at the store, and so on.